J.C. Penney unveils new logo

February 22, 2011

Plano, Texas -- J.C. Penney said Tuesday it has introduced a new logo, designed to symbolize the retailer’s transformation to a more updated and relevant destination.

The new logo emphasizes a new, lowercase “jcp” by positioning it slightly off-centered in a red box while still featuring the company's signature red color. It was designed by Luke Langhus, a third-year graphic design student at the University of Cincinnati.

The new logo will debut with the retailer’s spring marketing campaign as the exclusive retail sponsor of the Academy Awards on Feb. 27. While advertising and direct mail will begin featuring the new logo at the end of this month, J.C. Penney expects to replace all packaging and customer collateral over the next year, with external store signage transitioning over the next three years.

"We've made significant progress transforming our company over the last several years by infusing great style into our assortments, delivering world-class customer service, and introducing new and innovative retail technologies that have made J.C. Penney a retail leader in the digital age," said company chairman and CEO Myron E. (Mike) Ullman, III. "Our new logo reflects the modern retailer we've become while continuing to honor our rich legacy."

INSIGHTS

SPECIAL REPORTS

Retailer Today’s Best Retailers to Work With special report is now available. We surveyed more than 330 supplier company representatives for this first-of-its-kind research project, and the results are fascinating. Suppliers shared their views about major industry issues and perceptions of the business practices of top trading partners in the areas of leadership, strategy, collaboration and execution.